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Brief Published: 16 Jun 2011

Surfing Insight


Last month, Australian surf and skate brand Insight opened its first LA-based concept store, aiming to provide the local surfing demographic (and those with an eye on those surfers) with a 360-degree perspective of the brand’s image and ideology.

Artist, photographer and designer Peter Wilday has designed the Venice Beach store, which sells not only Insight’s own products, but also the music, art and books that have inspired the line since its inception in the late 1990s.

The store design is anchored in a carefully cultivated, lo-fi aesthetic, industrialised with white-washed walls, no-frills ceiling lights with exposed wires, suspended clothes rails and graffiti-style window graphics. Enjoying the deeper level of brand immersion, the label plans to use the space to host live performance and large-scale art installations.